JoeyWears proves theres nothing pants about mens underwear

by Startacus Admin

JoeyWears: the fashtech company taking men’s underwear by the balls using innovative designs and the latest in textile technology.

Most men wear underwear (we hope) for about 75% of their lifetime. Your pants are the first thing you put on in the morning, and the last thing you take off at night. Underwear impacts how you feel, how you move and how your other clothes fit.

While not everyone wants to spend big money on underwear modelled by Justin Bieber, in these fashion conscious times the average guy is taking his choices seriously and the market in the UK is worth £1.5bn and growing.

The naked truth is that this is a sector dominated by legacy brands that do not speak to the modern man.

At one end you have overpriced aspirational styles with poor quality ‘value’ multipack brands at the other. Furthermore, most underwear does nothing to combat sweat and odour downstairs, and many options actually make that problem worse. If you think about the innovation in gym wear as opposed to underwear over the last 20 years, there is a clear discrepancy.

With all this in mind it was a conversation between 25 year old founder Yang Liu and her male friends in the pub got the ‘ball rolling’.

“It’s funny how often you need an outside perspective to realize something’s up. Guys can’t stop talking or thinking about their junk. Surely, they’d all have really comfy, high-quality boxers to look after these ‘jewels’ they’re so proud of – but they don’t! Men’s underwear is long overdue for a serious upgrade” recalls the founder.

Last year, it apparently became the most backed apparel project on Kickstarter in the UK, and now JoeyWears is launching a full ecommerce website after receiving £116,000, pre-orders from 2000+ customers, and shipping 7000 pairs of their underwear to 56 countries. (That's a load of sales and a few delivery issues have perhaps understandably resulted from the increased forecast in orders.)

JoeyWears puts a focus on product innovation and sustainability, building several layers of clever fashtech into their pants, including but not limited to the brands USP, the signature ‘Joey Pouch’ that keeps everything in place and well ventilated.

Using a direct to consumer model JoeyWears wants to follow in the steps of companies like Dollar Shave Club, by delivering high quality product at a great price point, to a customer base that are looking for new brands to engage with. In the longer term, JoeyWears wants to be the go-to solution for all kinds of men’s basics from socks to vests, and is pioneering a subscription model that sends men a new pair in the post as often as they would like.

Men’s online fashion as a sector has seen 400% growth over the last year. If they stay on the ball and manage to diversify their product line the future looks bright for this startup But for now JoeyWear is focusing on giving men’s crown jewels the palace they deserve, one pair at a time. (Sorry).

Subscribe to our newsletter

If you would like to receive our startup themed newsletter, full of the latest startup opportunities, events, news, stories, tips and advice, then sign up here.